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The Power of Earned Attention 
Building Brands in the Post Digital Age 
@klaasweima | www.earnedattention.com October, 23r...
Hi, I am Klaas! 
2 
@KlaasWeima 
Founder Energize | Blogger | Brand 
Strategist | Author Earned Attention | 
SoDA | Entrep...
Tweet and Win! 
3 
“You can't build a 
reputation on what you 
are going to do.” 
#earnedattention
My talk will cover: 
Battle of 
Attention 
Journey 
Planner 
Warm-Up 
4
5 
What about your reputation? 
#Quiz
Question 1. 
The top 3 best social brands in 
the Nederlands are: 
A. ING / Rabobank / 
ABN AMRO 
B. Rabobank / ING / 
ABN...
Question 2.
Question 2. 
A. More than 250 
B. Less than 250 
Newsjacking is hot. 
How many shares did this 
picture from Centraal Behe...
Question 3. 
The NS Webcare team 
consists of 28 people. 
A. True 
B. Not true
Question 4. 
Who of you has earned the 500+ 
Batch on LinkedIn? 
A. Lonneke Aanraad, Jeroen 
en Ramon Renger 
B. Hans van ...
Question 5. 
Being authentic is the most 
important marketing trend of 
2014. 
A. True 
B. Not true
Question 5.
Question 6. 
The average amount of followers 
per person on Twitter of this group 
is: 
A. 108 
B. 292
Question 7. 
A. 23% 
B. 30% 
Which percentage of brands 
indicate that their content & 
conversation strategy is aiming 
t...
Question 8. 
How many views did this KPN 
video earn? 
A. Less than 
250.000 
B. More than 
250.000
Question 9. 
Which percentage of 
consumer reply’s on branded 
pages are on weekdays 
outside office hours. 
A. 31% 
B. 55...
Question 10. 
A. Haagse Hogeschool 
B. Hogeschool 
Nijmegen/Arnhem 
Which University has the most 
likes on Facebook?
Vraag 10. 
Het belangrijkste motief om 
online een klacht te plaatsen is 
om negatieve gevoelens te uiten.
Refresh!
#question 
22 
What are the three 
main ingredients of 
communication?
You need… 
content media attention 
23
#question 
Chat with your 
neighbor and define 
earned attention in 60 
seconds. 
24
#definition 
Communication strategy centering 
around a consistent flow of content 
and conversations that stimulate 
peop...
Battle of attention
#statement 
Brands which are solely dependent 
on paid media will lose the battle 
of attention. The old model isn’t 
work...
2 
8 
1. More incentives, 
less attention
2 
9 
2. People not sheeple
3 
0 
People decide themselves what, where 
and how they consume content.
3 
1 
3. More stress to make a choice 
366.848.493
Channel Clutter. The abundance of 
choice.
3 
3 
4. More transparency, less credibility
Where can I get the best deal for 
Avatar?
How to earn attention?
37 
The journey planner helps J
38 
1. Create your personas 
• Social brands act like humans 
• What is your brand’s character? 
• Tool: Empathy Map
39 
Source: The Empathy Map (XPLANE)
40 
It’s all about the people.
41 
2. Define your goal 
• ‘Begin with in the end in mind’ 
• Ask yourself ‘why’ at least three times 
• Tool: Big Four Ma...
42 
Bron: Verdiende Aandacht, Energize
43 
3. Discover your method 
• It’s all about acts, not ads! 
• Deliver proof, not promises. 
• And choose a matching tact...
44 
New-fashioned way of 
watching TV 
#social influence
45 
Nijntje en KLM 
#beleving
47 
4. Conversation etiquette 
• J content = J positive conversations 
• J content = creative 
• J content = authentic...
48 
O2 on Twitter 
#funny
49 
O2 on Twitter 
#human
50 
O2 on Twitter 
#realtime
51 
5. Optimize media-mix 
• Paid media as accelerator 
• Don’t forget your own media 
• The right social channels 
• f(x)...
52
53 
6. Evaluate and optimize 
• Define social media-KPI’s 
• Design a dashboard 
• Optimize real-time
54 
Klipfolio & Gecko Boards 
#realtime metrics
In short
Take-away points 
5 Pointers 
1. Work hard to earn attention 
2. Act as a person 
3. Be honest and transparent 
4. Dare to...
1 CREATE YOUR PERSONA’S 2 DEFINE YOUR GOAL 
WHAT EXACTLY DO WE WANT TO ACHIEVE? 
Who are we talking to? 
+ Ask yourself “w...
Did you tweet? 
klaas@energize.nl
Thanks for your attention!
The Power of Earned Attention
The Power of Earned Attention
The Power of Earned Attention
The Power of Earned Attention
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The Power of Earned Attention

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This talk covers Energize's vision on building brands in the post-digital age. The presentation was part of the Executive Program Media Impact of Reputation at the Erasmus University Amsterdam, give by Klaas Weima. Main topics include changes in media behavior and the role of attention in communication. A alternative way is to earn attention from people. How? With six easy steps brands can plan their journey to earn attention. More information can be found on earnedattention.com.

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The Power of Earned Attention

  1. 1. The Power of Earned Attention Building Brands in the Post Digital Age @klaasweima | www.earnedattention.com October, 23rd 2014
  2. 2. Hi, I am Klaas! 2 @KlaasWeima Founder Energize | Blogger | Brand Strategist | Author Earned Attention | SoDA | Entrepreneurial Organisation | Podcaster | Speaker | Father | Yogi | Positive Mind | Highly Energetic
  3. 3. Tweet and Win! 3 “You can't build a reputation on what you are going to do.” #earnedattention
  4. 4. My talk will cover: Battle of Attention Journey Planner Warm-Up 4
  5. 5. 5 What about your reputation? #Quiz
  6. 6. Question 1. The top 3 best social brands in the Nederlands are: A. ING / Rabobank / ABN AMRO B. Rabobank / ING / ABN AMRO
  7. 7. Question 2.
  8. 8. Question 2. A. More than 250 B. Less than 250 Newsjacking is hot. How many shares did this picture from Centraal Beheer Achmea get?
  9. 9. Question 3. The NS Webcare team consists of 28 people. A. True B. Not true
  10. 10. Question 4. Who of you has earned the 500+ Batch on LinkedIn? A. Lonneke Aanraad, Jeroen en Ramon Renger B. Hans van Avendonk, Ramon Renger en Erik Paulis
  11. 11. Question 5. Being authentic is the most important marketing trend of 2014. A. True B. Not true
  12. 12. Question 5.
  13. 13. Question 6. The average amount of followers per person on Twitter of this group is: A. 108 B. 292
  14. 14. Question 7. A. 23% B. 30% Which percentage of brands indicate that their content & conversation strategy is aiming to generate leads?
  15. 15. Question 8. How many views did this KPN video earn? A. Less than 250.000 B. More than 250.000
  16. 16. Question 9. Which percentage of consumer reply’s on branded pages are on weekdays outside office hours. A. 31% B. 55%
  17. 17. Question 10. A. Haagse Hogeschool B. Hogeschool Nijmegen/Arnhem Which University has the most likes on Facebook?
  18. 18. Vraag 10. Het belangrijkste motief om online een klacht te plaatsen is om negatieve gevoelens te uiten.
  19. 19. Refresh!
  20. 20. #question 22 What are the three main ingredients of communication?
  21. 21. You need… content media attention 23
  22. 22. #question Chat with your neighbor and define earned attention in 60 seconds. 24
  23. 23. #definition Communication strategy centering around a consistent flow of content and conversations that stimulate people to talk with brands and share their enthusiasm with their social network. 25
  24. 24. Battle of attention
  25. 25. #statement Brands which are solely dependent on paid media will lose the battle of attention. The old model isn’t working anymore. 27
  26. 26. 2 8 1. More incentives, less attention
  27. 27. 2 9 2. People not sheeple
  28. 28. 3 0 People decide themselves what, where and how they consume content.
  29. 29. 3 1 3. More stress to make a choice 366.848.493
  30. 30. Channel Clutter. The abundance of choice.
  31. 31. 3 3 4. More transparency, less credibility
  32. 32. Where can I get the best deal for Avatar?
  33. 33. How to earn attention?
  34. 34. 37 The journey planner helps J
  35. 35. 38 1. Create your personas • Social brands act like humans • What is your brand’s character? • Tool: Empathy Map
  36. 36. 39 Source: The Empathy Map (XPLANE)
  37. 37. 40 It’s all about the people.
  38. 38. 41 2. Define your goal • ‘Begin with in the end in mind’ • Ask yourself ‘why’ at least three times • Tool: Big Four Matrix
  39. 39. 42 Bron: Verdiende Aandacht, Energize
  40. 40. 43 3. Discover your method • It’s all about acts, not ads! • Deliver proof, not promises. • And choose a matching tactic. • Storytelling, co-creation, social influence, etc
  41. 41. 44 New-fashioned way of watching TV #social influence
  42. 42. 45 Nijntje en KLM #beleving
  43. 43. 47 4. Conversation etiquette • J content = J positive conversations • J content = creative • J content = authentic • J content = social
  44. 44. 48 O2 on Twitter #funny
  45. 45. 49 O2 on Twitter #human
  46. 46. 50 O2 on Twitter #realtime
  47. 47. 51 5. Optimize media-mix • Paid media as accelerator • Don’t forget your own media • The right social channels • f(x) = paid + owned + earned
  48. 48. 52
  49. 49. 53 6. Evaluate and optimize • Define social media-KPI’s • Design a dashboard • Optimize real-time
  50. 50. 54 Klipfolio & Gecko Boards #realtime metrics
  51. 51. In short
  52. 52. Take-away points 5 Pointers 1. Work hard to earn attention 2. Act as a person 3. Be honest and transparent 4. Dare to make mistakes 5. Become a real-time company
  53. 53. 1 CREATE YOUR PERSONA’S 2 DEFINE YOUR GOAL WHAT EXACTLY DO WE WANT TO ACHIEVE? Who are we talking to? + Ask yourself “why” atleast 3 times. + Add focus. + Make sure all your goals are SMART. 4 FOLLOW THE CONVERSATION ETIQUETTE SOCIAL PERSONA Who are we talking to? + Brainstorm about the different types of clients you serve. + Create a profile for each of them. + Describe their mentality. BRAND PERSONA Who are we? + Describe your mantra. + Select your core values. + Describe your mentality. 3 DISCOVER YOUR METHOD 5 CHOOSE AN OPTIMAL MEDIA MIX 6 EVALUATE AND OPTIMIZE BOUGHT MEDIA Which bought media do we choose as an accelerant? + On which channels is your social persona active? + Make sure your media mix is well balanced. SOCIAL MEDIA Which social media do we choose and why? + On which channels is your social persona active? + Make sure it fits your brand. + Make sure your WWHWWW-questions are correct. OWNED MEDIA Which owned channels can we use? + Make sure you have a well balanced integration between your off and online channels. EVALUATE How do we measure if we are on the right track? + Get your Social Media KPI’s in order. + Create a dashboard. + Establish a measurement system. OPTIMIZE In which ways can we optimize the results? + The start is the beginning. + Evaluate on a regular basis. + Keep optimizing according to results. WORKSHEET PLANNER TO EARNED ATTENTION™ EARNEDATTENTION.COM THIS WORK IS LICENSED UNDER THE CREATIVE COMMONS ATTRIBUTION-SHARE ALIKE 3.0 UNPORTED LICENSE. TO VIEW A COPY OF THIS LICENSE, VISIT HTTP://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/ Brand Team Date STORYTELLING Can we tell a convincing story about our brand? EXPERIENCE Can we create an unforgettable experience? SOCIAL INFLUENCE Can we involve influential individuals? MEANING Can we have a meaningful impact on our society? CO-CREATION Can we involve people from outside our organisation to generate value? CREATIVE Are we relevant and distinctive? + Whats your added value? + What is it that makes your content unique? + Would your persona share this with his friends? AUTHENTIC Are we real and credible? + Does my content fit my brand persona? + Will i keep my promises? + How can i make it personal? SOCIAL Do we give more than we take? + Is it a equivalent dialog? + Is it a natural dialog? + Do i give unconditional? 57 earnedattention.com
  54. 54. Did you tweet? klaas@energize.nl
  55. 55. Thanks for your attention!

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